Start-Ups Aim to Break Down ‘Deep-Linking’ Walls Between Apps and Web - NYTimes.com

Rediscovering the power of hypertext?

"That is but one example involving one app. But as people spend more time on their mobile devices and in their apps, their Internet has taken a step backward, becoming more isolated, more disorganized and ultimately harder to use — more like the web before search engines.

“How remarkable it is that we are back in 1997!” said Roger McNamee, co-founder of Elevation Partners, an investment firm in Menlo Park, Calif.

In tech speak, the problem is known as “deep linking,” the technological hurdle of giving apps some sort of links — those identifying lines of letters, dots and slashes that make up a web address or URL."

Start-Ups Aim to Break Down ‘Deep-Linking’ Walls Between Apps and Web - NYTimes.com